Quality of service has been considered as an important and effective factor to the success of any organization. Therefore, all of organizations, particular service organizations must attempt to develop quality of their services. The purpose of this thesis is to measure, assess and analysis quality of brokerage service at VNDirect Securities Company by establishing and applying the appropriate measurement tools.

The theories have been chosen to consider to deal with are service quality, customer service, customer satisfaction, measurement of service quality, conceptual models of service quality. The SERVQUAL Model with 5 dimensions was applied to see how customers satisfy with service performance. 200 questionnaires with 26 attributes were developed to examine various aspects of service quality for securities brokerage. The collected data then analyzed by Microsoft Excel and SPSS.

Research results indicate that in general quality of brokerage service at VNDirect still do not meet the expectation of customers as they range from 3.28 to 3.76, in which Reliability and Empathy dimensions receive the lowest scores and fall into the Scale of “ Nor Dissatisfied; Nor Satisfied”.

From these weaknesses, recommendations are offered to increase the quality of service and promote customer satisfaction. It is suggested that manager should focus on information offered to customers, knowledge of securities brokers, and speed of order processing, specific needs of customers. More importantly, an integrated Customer Relationship Management (CRM) should be applied for the development of service quality.

Kết cấu đề tài:

Chapter I: Literature review

Chapter II: Vndirect and its securities brokerage service

Chapter III: Analyzing and evaluating customer satisfaction of service quality

Chapter IV: Recommendations for developing quality of brokerage service at vndirect